9 useful things to do in ‘Analyse’

5 minute read

Last week I looked at how to compare the performance results of up to 10 email campaigns – all at once. Here are some other nice summary reports that ‘Analyse’ generates for you.

Like me, when you go to the Analyse section you probably want to look at the results of your last campaigns so click ‘Campaign Analysis’ from the menu navigation. Stop there. Instead click ‘Email Analysis’.

Email analysis

You’ll be taken to a summary screen where you’ll find a number of useful reports…

  1. How many subscribers have been added to my lists?
  2. How do people interact with my email?
  3. Which are my best performing campaigns by opens?
  4. How do my email campaigns compare?
  5. How does my email performance vary by domain?
  6. Which are my best performing campaigns by clicks?
  7. How does activity vary by day of the week?
  8. How does activity vary by time of day?
  9. Which are my best performing campaigns by goals rate?

Email analysis

Here’s a brief summary of each section. Try them out on your campaign history. You can save the reports to come back to them later and all of the data can also be extracted as a CSV file so you can easily use it in other reports and applications.

1. How many subscribers have been added to my lists?

Select the list (or multiple lists) that you want from the display on the left hand side then simply click ‘Create report’. You’ll generate a graph showing the history of subscriptions to that list either over a selected date range or from its creation date to the current date. It’s really useful for items like newsletter sign-ups to see how your audience is growing over time.

New subscribers

 

2. How do people interact with my email?

This shows a summary of opens, clicks and unsubscribes for up to the first 24 hours for the email campaigns that you select. Again you can analyse a single campaign but it’s particularly useful for repeated campaigns like newsletters or regular promotions.

Opens and clicks

3. Which are my best performing campaigns by opens?

As it sounds, select this option and it’ll show you a summary of your top 10 performing campaigns ordered by virtue of the total number of opens.

4. How do my email campaigns compare?

We dealt with this in my blog post of last week. This is the neat way of comparing the performance of up to 10 selected campaigns. With this option you’ll see a handy summary at the top followed by graphs comparing the open, click-through and unsubscribe performance of all of the selected campaigns.

Comparing multiple campaigns

5. How does my email performance vary by domain?

Again, select either one or multiple campaigns then click ‘create report’. You’ll generate a bar graph showing the relative performance arranged by the receiving domain (think Gmail, Hotmail, Yahoo or other company orientated domains). It’s valuable information that will allow you to better understand the nature of your audience.

Domains

6. Which are my best performing campaigns by clicks?

This is like (3.) above except it organises the data for your top 10 performing campaigns by their click-through performance. You can sort from either high to low or vice versa.

7. How does activity vary by day of the week?

It’s a frequently asked question. Click this option and you’ll see a summary of all of your campaigns with the open, click and unsubscribe performance graphed according to the day of the week that it happened. Interesting.

Day of week

8. How does activity vary by time of day?

I can see you are already ahead of me here. If you want to know the same sort of information but displayed against the hour of the day (or night) that it happened, then this is what you need. Again, the results are compiled from your entire history of campaigns.

Time of day

9. Which are my best performing campaigns by goals rate?

Finally, this is like (3.) and (6.) above. Select this option and it’ll rank your top 10 performing campaigns by completed goals. It also shows the other standard metrics and you can sort your top 10 campaigns by any of the displayed criteria.

Come back soon – I’ll be posting a summary of all of the recent blogs on analysing your performance – so you’ll have all the reference points in one handy place.